First off, let’s start with some background. rosegoldltd aren’t a band or recording group in the traditional sense. They’re a diverse collective operating out of Atlanta that collaborates on various art projects, some of which involve music. Founded by childhood friends Grito El Sancho, YUNGMAYANPRINCE, and Yorrsche, the crew has since expanded to include SZRE, Son Boro, and BN7NE. These six members now form the core of rosegoldltd, who issued its first release, The Rosie Tapes, Vol. 1, in February.

Although rosegold artists have released three solo EPs since dropping their debut, the primary focus remains on the collective. To that end, today we have the premiere of the video for “Look Both Ways,” the lead single from The Rosie Tapes, Vol. 1.

Produced by Yorrsche, the track floats by on a luminous cloud of wavy synths and breezy drums. It’s fizzy and melodic in a way that doesn’t feel frivolous; a nice trick to pull off for a song that seems so intent on enveloping the listener in candy-coated vibes. Appropriately, the entire crew appears on the cut, with Son Boro and Grito El Sancho sharing the spotlight on lead vocals along with guest rapper Shaka Zane. The whole thing feels like a coming-out party for rosegoldltd, a show of solidarity for a collective just starting to spread its wings.

“I started writing the song during a big transition period of my life,” Son Boro explains. “I was moving between my old home in Birmingham and my new home in ATL and thinking about those I left behind, past relationships, feeling all nostalgic. ‘Look both ways,’ I’m saying, ‘Take care of yourself.’ Wrote my part and got everyone to record all over the track; I wanted everyone to be a part of it.”

Directed by Son Boro in collaboration with Hot Shoe Media, the video is essentially the visual embodiment of the song’s spirited atmosphere. It’s bright, colorful, and quirky, with the entire rosegold crew dancing around (or, in Grito El Sancho’s case, feasting on a stack of pancakes) and having the time of their lives.

Watch/listen above.

If you’re wondering what’s next for rosegoldltd, you can expect new music and videos to roll out over the next couple of months, culmination in the release of The Rosie Tapes, Vol. 2 sometime next year. For now, however, the collective is turning their attention to their next event on Nov. 9, a creative gathering they call the Garden Party.

“Every six months we’ll throw this big house party to show off all our new music, and we’ll set up a photoset and an art gallery for other local artists to display their works too,” says SZRE. “The whole goal is to create an immersive environment that surrounds everyone with art and a vibe.”

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